Integrating Mobile Marketing with On- and Offline Marketing

Although mobile marketing is powerful, it is not meant to stand alone. The goal of mobile marketing is generally not to engage the user exclusively on the mobile device, but to continually engage the user and keep your brand top-of-mind when they are out, living their lives. This kind of active and frequent engagement is also known as participatory marketing. When mobile marketing is integrated to your on- and offline marketing campaigns, it can become participatory and be fully utilized to create a deep and lasting bond. Integrating mobile marketing into both on- and offline marketing campaigns also helps create long term value in the customer relationship

Mobile marketing closes the gap between on- and offline marketing. Studies have shown that most people have to be exposed to a brand and a brand name at least eight times before they are cognitively aware of it, and another two times before it actually enters their consideration set when they are making a purchase decision. In the United States it is also speculated that more than 50% of major offline purchases are researched on the internet first, so appearing on the mobile phone when people are in stores comparing products can be very important.

The right mobile marketing can create a bridge between your customers online and offline experience ( online for the research phase and offline for the actual purchase). The lag time between research and the actual purchase decision can be long and usually is directly related to the cost of the item being purchased. The brand awareness created by an integrated participatory marketing campaign can be a key influencer to keep the purchase decision and the brand in the consideration set.

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